Joe Rominiecki is a contributing editor to Associations Now.
Experts on word-of-mouth marketing share how associations can take advantage of the "majority illusion" effect and leverage the power of influential members of their communities.
In June, researchers at the University of Southern California shared a discovery about the dynamics of social networks: Depending on how well connected they are, just a few people sharing an idea in a large network can make it appear to others that the idea is everywhere. They call it the "majority illusion."
Long before there was theoretical proof, word-of-mouth marketers have sought to harness this power of "influencers."
"Get to those people and they will persuade lots of other people to follow along, and people will do so because they think this is the next big thing, even if it isn't yet," says Brad Fay, chief operating officer at Keller Fay Group and research committee chair at the Word of Mouth Marketing Association (WOMMA).
A few insights on leveraging the influencers in your membership:
[This article was originally published in the Associations Now print edition, titled "Network Broadast."]